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Consumer Behavior
Exam 2: part 1
| Question | Answer |
|---|---|
| What does ability refer to? | The capacity of individuals to attend to and process information. Related to knowledge and familiarity with the product, brand, or promotion. |
| Self-Concept | The totality of the individual's thoughts and feelings having reference to himself or herself as an object. |
| Actual Self-Concept | "Who I am now" |
| Ideal Self-Concept | "Who I would like to be" |
| Private Self-Concept | "How I am or would like to be to myself" |
| Social Self-Concept | "How I am seen by others or how I would like to be seen by others" |
| Ad Avoidance | Selectively avoid exposure to advertising messages |
| Zipping | Occurs when one fast forwards through a commercial on a prerecorded program. |
| Zapping | Involves switching channels when a commercial appears. |
| Muting | Turning the sound off for a commercial |
| Affect Intensity | Some people experience emotions more strongly than others. |
| Attention | Occurs when the stimuli is "seen". |
| Perception | Exposure, attention, and interpretation |
| Asch Phenomenon | The affect on decisions that occurs from a perceived pressure to conform to the opinions of group members. |
| Group | Two or more individuals who share a set of norms, values, beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent. |
| Reference Group | A group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. |
| Primary Groups | Family and friends, usually involve strong ties and frequent interaction. |
| Secondary Groups | Professional and neighborhood associations, involve weaker ties and less frequent interaction. |
| Dissociative Reference Groups | Groups with negative desirability, a group whose use of a product will deter other buyers |
| Aspiration Reference Group | Nonmembership groups that exert strong influence. |
| Brand Community | A non-geographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm. |
| Brand Engagement | Refers to the extent to which an individual includes important brands as a part of his or her self-concept. |
| Conditioning | A set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned. |
| Classical Conditioning | The process of using an established relationship between one stimuli (music) and response (pleasant feelings) to bring about the learning of the same response to a different stimulus. |
| Operant Conditioning | Involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior. |
| Clutter | Represents the density of stimuli in the environment. |
| Program Involvement | Refers to how interested viewers are in the program or editorial content surrounding the ads. |
| Informational Overload | Occurs when consumers are confronted with so much information that they cannot or will not attend to all of it. |
| Subliminal Stimulus | A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it. |
| Interpretation | The assignment of meaning to sensations. |
| Cognitive Learning | Encompasses all the mental activities of humans as they work to solve problems or cope with situations. |
| Iconic Rote Learning | Learning a concept or the association between two or more concepts in the absence of conditioning. |
| Consumer Socialization | The process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace. |
| Consumption Subculture | A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity. |
| Innovation | An idea, practice, or product perceived to be new by the relevant individual or group. |
| Cross-Promotions | Signage in one area of the store promotes complementary products in another. |
| Dual-Coding | Storing the same information in different ways results in more internal pathways for retrieving information. |
| Innovators | Venturesome risk takers. Capable of absorbing the financial and social costs of adopting an unsuccessful product. Tend to be younger and better educated. Make extensive use of commercial media, sales personnel, and professional sources in learning prdcts |
| Early Adopters | Tend to be opinion leaders in local reference groups. They are successful, well educated, and somewhat younger than their peers.Willing to take calculated risks but are concerned with failure.They provide information to others. |
| Early Majority | Tend to be cautious about innovations. Adopt sooner than most of their social group but also after it has become somewhat successful. Socially active but seldom leaders. Somewhat older, less well educated and less socially mobile than early adopters. |
| Late Majority | Members are skeptical about innovations. They often adopt more in response to social pressures or a decreased availability of the previous product than because of a positive evaluation of the innovation. Tend to be older and have less social status. |
| Laggards | Locally oriented and engage in limited social interaction. They tend to be relatively dogmatic and oriented towards the past. Adopt innovations only with reluctance. |
| Episodic Memory | The memory of a sequence of event in which a person participated. |
| Semantic Memory | The basic knowledge and feelings an individual has about the concept. |
| Expectation Bias | Individuals' interpretations of stimuli tend to be consistent with their expectations. |
| Extended Self | Consists of the self plus possessions; that is, people tend to define themselves in part by their possessions. |
| Family Decision Making | The process by which decisions that directly or indirectly involve two or more family members are made. |
| Flashbulb Memory | Acute memory for circumstances surrounding a surprising and novel event. |
| Schema | A representation of a plan or theory in the form of an outline or model. |
Created by:
KAzetapi